Undoubtedly ecological issues have always been a controversial topic among people and companies. More specifically the writer puts forth on the idea that it is unlikely that wood companies in the United States will adopt to new, ecologically friendly practices in order to receive eco-certification. However, the lecturer points out that there are some serious flaws in the writer's claim. To be exact, the lecturer believes that many US companies care about receiving eco-certification. He more or less addresses the problem with each point made in the reading.
First of all, the writer claims that American consumers are exposed to so much advertising that they would not pay attention to the eco-certification label. But the professor refutes with this point and says that American consumers value certificates from independent organizations.
Secondly, the reading states that eco-certified wood will be more expensive than uncertified wood due to its additional costs. Since consumers tend to be strongly motivated by price, American wood companies will prefer to keep their prices low rather than obtain eco-certification.
The lecturer, not surprisingly though, believes that price is an important factor for consumers in choosing a product, but when the price difference is lower than 5% in the same product, other features like eco-certification will affect consumers' decisions.
Finally, the reading states that having a certification is important only when companies want to compete internationally. Yet still, the lecturer stays on the other side of the argument and says that, even if US companies doesn't want to compete internationally, it's possible that foreign companies enter the US market and get market share to their eco-certified woods.
In conclusion, the author and the professor obviously hold opposing views about the importance of ecological certifications for consumers.